Under Armour

In 2015 Under Armour engaged GreenLight to design an experiential content marketing solution featuring one of their star partnership athletes.

The campaign would serve as Under Armour’s primary marketing campaign in support of the upcoming NFL season.

In this 5-part online series, we documented Cam Newton's offseason preparation — unpolished, unscripted and unabridged — with the goal of fueling the WILL of high school football players on their journeys as athletes.

Building on the success of Huddle Up we were given additional campaigns across a number of sports and global territories.

For the launch of a new line of eyewear our concept featured 3 athletes dominating their sports while wearing Under Armour Eyewear featuring Storm Polarized Lens Technology.

The daring of Tottenham Hotspur and their attacking style of play was combined with the WILL and determination of Under Armour to develop a call to action designed to evolve throughout the off-season and into the regular marketing cycle to drive key product related messaging and sales.

This original video series explored the relationship between music and the athletic performance of today’s top athletes by having their favorite band create a unique song specifically designed to take their game to the next level.

Kip Moore

Chase Elliot + Kip Moore

Lindsey Vonn + Jessie J

Clayton Kershaw + The Band Perry

Following Under Armour’s $500M+ acquisition of workout apps MapMyFitnessPal and Endomondo, GreenLight was brought in to design a programming framework and the content to populate the estimated 120M user interface.